"When sex becomes a routine it is necessary to change something," artist Matus the First said of his ad VIDEO
Jenny Kutner | Wednesday, Oct 15, 2014
(Credit: Matus the First via Metropolitan Film Institute)
Sex is the most common theme in advertisements, and yet… when has there ever been an advertisement for sex? When has there ever needed to be an advertisement for sex? It’s about the one thing in the world that doesn’t need to be promoted for people to want it, buy it or have it.
But that’s not always true, as Slovak artist Matus the First claims, and he’s right. People lose touch, get disconnected and or fall into a routine. Sex becomes rote, or it doesn’t happen at all. With that in mind, Matus created what is believed to be the world’s first ad purely for the sex act; it’s not selling anything else, just the idea of having sex.
“When sex becomes a routine it is necessary to change something,” Matus told The Mirror. “Therefore this is not a product commercial, because you can’t buy a solution to some things. … I felt though that in some cases it might be important for people to change something in their minds and this commercial is not only about sex but also about thinking.”
The spot doesn’t explicitly depict any actual sex. Instead, Matus relies on the classic “pencil sharpener” metaphor to indicate penetration. That means the commercial is just a little NSFW, and definitely not intended for television. “The commercial was produced to share on the Internet,” Matus said. So, here it is.
Watch Matus the First’s first advertisement for sex below:
Jenny Kutner is an assistant editor at Salon, focusing on sex, gender and feminism. Follow @jennykutner or email email@example.com.
Wednesday, October 15, 2014
The World’s First Advertisement for Sex is a Work of Art (via Salon)
An ad promoting sex, who woulda thunk!? The visuals are actually pretty inventive. It's only NSFW at the very end (word, not images).